The company that everyone once knew is now undergoing a real renaissance. After an extremely difficult period, it seems that better times are coming. So much better that a break was needed at the factory. The demand for Kodak products is so high.
Kodak’s story is a real rollercoaster. The company that was synonymous with photography for decades fell off its pedestal with a bang in the 21st century. In 2012, almost exactly a hundred years after it popularized amateur photography, Kodak declared bankruptcy. There were many reasons: lack of flexibility, slowness in adapting to the digital revolution and too much attachment to traditional methods. As a result, the company that invented the digital camera lost out to competitors that better understood the needs of the market.
What happened to Kodak?
But Kodak didn’t disappear. In 2013, it began a painstaking reconstruction, focusing on new technologies and niche markets. In addition to traditional products such as photo paper, chemicals and films, Kodak began to produce photo printers, digital photo frames and even… batteries, flashlights and tablets! Yes, you read that right. People tried their hand at various industries, with varying degrees of success. One of the most interesting moves was entering the instant camera market with the Printomatic model, which was to compete with the popular Instax cameras from Fuji. Unfortunately, without much success – Fuji’s position in this segment remains unthreatened.
So where did Kodak find its niche? It turns out that where it was born – in analog photography. In the era of ubiquitous digitalization, more and more people miss the “old school” atmosphere. Kodak, by producing disposable cameras and films for them, struck a chord with the sentiment and the need to “disconnect” from the digital world. And although it may seem paradoxical, it was these “obsolete” products that became the driving force behind the company’s revival.
Crisis and return to the game
Last year, Kodak took an important step in expanding its business by majorly modernizing its manufacturing facilities in Rochester. The company invested in new equipment and technologies to expand production capacity and meet the growing demand for photographic films. As part of the modernization, the plant was temporarily closed for five weeks. This was necessary to be able to carry out installation and modernization work, especially in the area of film sensitization machines, which require special dark conditions.
Kodak made sure that the interruption in production did not affect the availability of films to customers. Adequate supplies were previously collected to ensure continuity of supplies during this time. The modernization covered not only film sensitization machines, but also other production stages, such as film substrate production, chemical production and film finishing. These investments were necessary to meet growing demand from both consumers and Hollywood.
Hollywood kocha Kodaka
Interestingly, Kodak films are still widely used in Hollywood. Many directors appreciate their unique aesthetics and characteristic “graininess”. Kodak films were used to create such hits as “Dunkirk”, “La La Land”, “Blade Runner 2049” and “Licorice Pizza”. Christopher Nolan, known for his attachment to traditional film techniques, commissioned Kodak to create a new type of black-and-white film for IMAX cameras especially for his latest film “Oppenheimer”. This unique material allowed him to shoot extremely realistic and memorable scenes that delighted critics and viewers.
Kodak – the return of a legend?
Today, Kodak is experiencing a renaissance. The brand is once again recognizable and associated with quality. The company focuses on the development of analog technology, while not giving up on innovations in the field of digital printing. The offer includes both classic films and disposable cameras, as well as modern photo printers and photographic accessories. Kodak also actively promotes photographic culture by organizing workshops, competitions and exhibitions – it is a pity that so far this presence is not felt in Poland and one of the signs of the brand’s presence on the Vistula River are the illuminated signs from years ago still hanging above the calling points. Overall, however, it seems that the company has finally found its place in the new reality and is successfully building its image on the foundations of tradition and innovation. Will Kodak return to its former glory? Time will tell. One thing is certain – this legendary brand still has a lot to offer.
Source: antyweb.pl
